Search Influence to Share AI Search Strategies for Higher Education at MEMS 2025
November 21st, 2025 by
As AI continues to redefine how students search for and engage with academic programs, marketers are rethinking how they track, measure, and optimize online visibility.
This December, Search Influence will share actionable AI search strategies for higher education at the 2025 UPCEA Marketing, Enrollment Management, and Student Success (MEMS) Conference, held December 2–4 in Boston, Massachusetts.
Three members of the Search Influence leadership team (Will Scott, Paula French, and Jeanne Lobman) will present and moderate sessions on how institutions can:
- Adapt to generative AI search
- Integrate data-driven marketing channels
- Create more credible, student-focused content
Together, these sessions will help higher ed marketers translate data into decisions and strengthen visibility in the age of AI search.
Search Influence Sessions at MEMS 2025
“Are You Showing Up? How to Track Visibility in AI Search”
Presenter: Will Scott, CEO and Co-Founder, Search Influence
Time: Wednesday, December 3 – 10:00 a.m.
AI search is no longer theoretical. It’s measurable. In this session, Will will show institutions how to connect generative search visibility to real data and use it to drive recruitment strategy.
Session Highlights:
- Learn how to measure your institution’s presence across AI platforms like ChatGPT, Gemini, and Perplexity.
- Discover how to segment AI-driven traffic using Google Analytics 4 and Looker Studio.
- Identify metrics and tools that help you evaluate AI visibility and performance.
“How to Optimize for AI Search: What Students Trust & What Marketers Must Do”
Presenter: Paula French, Director of Sales and Marketing, Search Influence
Co-Presenter: Emily West, Senior Market Research Analyst, UPCEA
Time: Wednesday, December 3 – 3:30 p.m.
Nearly half of prospective students now use AI tools weekly, and 79% read AI-generated summaries. In their presentation, Paula and Emily will translate this data into concrete next steps for marketing teams ready to compete in generative search.
Session Highlights:
- Review new findings from the 2025 UPCEA + Search Influence study, AI Search in Higher Education: How Prospects Search in 2025.
- Understand what prospective students trust in AI-generated results.
- Learn a three-part framework for AI visibility: discoverability, credibility, and content optimization.
“From Search to Success: Integrating SEO and Email Marketing to Drive Enrollment”
Moderator: Jeanne Lobman, Director of Operations, Search Influence
Panelists: Tim Grenda and Caitlin Dimalanta, San Diego State University
Time: Tuesday, December 2 – 2:45 p.m.
Students don’t stop searching once they find a program. They start evaluating how institutions communicate. This session will explore how connecting SEO insights with email marketing creates a continuous, student-centered experience that strengthens engagement and drives enrollment.
Session Highlights:
- Explore how integrated SEO and email strategies guide students from search discovery to enrollment.
- Learn how coordinated messaging increases engagement and conversion.
“Boosting SEO and Engagement Through Testimonial-Driven Web Content”
Moderator: Paula French, Director of Sales and Marketing, Search Influence
Panelists: Caitlin Wilson and Krysten Cole, Boston University Metropolitan College
Time: Thursday, December 4 – 10:00 a.m.
Authenticity has become one of higher education’s strongest differentiators. This session will examine how testimonial-driven storytelling can improve SEO performance, strengthen brand trust, and create more meaningful engagement with prospective students.
Session Highlights:
- Understand the importance of authentic student and alumni testimonials in building credibility and enhancing visibility.
- Learn how to turn stories into measurable content assets that support recruitment goals.
- Explore how to connect storytelling with keywords and SEO strategies for stronger search performance.
About MEMS
Hosted by the Online and Professional Education Association (UPCEA), the MEMS Conference brings together enrollment and marketing professionals from across the country to share strategies that connect innovation with measurable results.
Now in its 34th year, the event will focus on emerging technology, shifting student expectations, and the evolving ways higher education institutions can reach, recruit, and retain learners.
Throughout the conference, Search Influence will host a booth where attendees can learn how to assess their institution’s AI visibility, explore AI SEO tools, and request a complimentary AI Website Grader developed by Will. Our team will be available to discuss real-world applications of AI-driven marketing data and how colleges can start improving their presence across generative platforms.
Continuing the Conversation
As AI search evolves, understanding how visibility, trust, and data intersect has never been more important.
If your institution is ready to know where it stands in AI search, download AI Search in Higher Education: How Prospects Search in 2025, or meet our team in Boston to explore how strategy, credibility, and creativity can elevate your visibility.
